The Smarter Screen summary

You probably have heard of the dating app called Tinder. Users glance at profile pictures and in that split second, decide whether they’re interested in dating that person. Some 1.2 billion Tinder photos are swiped every single day!

Tinder offers us a great example of how rapidly a person can form an opinion about a certain subject. How exactly do people make such quick decisions?

We’ve all been there: standing in a supermarket aisle, facing ten different brands of a certain product. Some people know exactly what they want, but if you don’t, you’re likely to pick an option located in the center of the shelf.

That’s because we perceive the world and make decisions based on what’s known as the middle bias.

It’s always better for things to be easy, right? Well, maybe not. People are happy when they don’t have to struggle to perform a task, yet this might not always be to your benefit. Here’s why.

Easy-to-use websites work well because a user can access content and services simply. For the most part this is a desired outcome, but making your website too easy can create its own issues.

Have you ever thought about how to best provide feedback? It’s an important question, because in order to have a lasting impact, comments and criticism need to be presented in the correct way.

In fact, the proper balance of feedback follows an inverted u-curve. Too little feedback will prevent learning, as the recipient won’t see how she can improve. It’s for this reason that bathroom scales alone aren’t an effective way to shed pounds, as you’re just given a number, but don’t know how to change it.

In a world chock-full of generic information, personalization is key to getting a message across.

Consider hotel managers concerned about the environment and their laundry bills. Placing a sign in a hotel room’s shower that reads, “Please reuse your towels,” doesn’t do much to motivate the average guest. Yet “75 percent of guests in this room use their towels more than once” is far more effective, as it speaks directly to the person as they dry off.

Are you familiar with the website, Healthcare.gov? This site was built to help American citizens select an insurance plan personalized to their specific needs.

The website showcases 78,000 different insurance plans and gives people the freedom to choose their favorite. However, studies have shown that on average, users choose a plan that’s too expensive for their budget by about $900. How could this be the case?